A loyal customer is every seller’s dream. They purchase more frequently, spend more, and are willing to recommend the brand and its products to others. But how can such customers be acquired and retained? Loyalty programs play a key role here. However, their success depends on a deep understanding of customer needs and active brand engagement. This is the foundation of the Super MOYA program.
Super MOYA – The Path to Success
Super MOYA is a loyalty program designed for MOYA fuel station customers. It is a nationwide network established in 2009 by Anwim S.A., and it has over 500 locations in Poland. It is the fastest-growing partner fuel station network in the country.
Launched on April 1, 2023, the program revolves around a mobile app developed by Sparta Loyalty. Through this app, users can register for the program, collect points, browse promotional offers, and view available rewards. The app also enables MOYA to maintain continuous communication with customers by sharing updates on promotions and discounts while offering users access to attractive deals.
The program’s mechanics are simple: participants earn loyalty points for fuel purchases, electric vehicle charging, and other products at MOYA stations. These points can be redeemed for fuel discounts or products from Caffe MOYA and station stores.
Challenges During Implementation
The success of a loyalty program requires significant internal collaboration. Contrary to common belief that such programs are solely the responsibility of sales and marketing teams, MOYA involved multiple departments—operations, IT, accounting, HR, PR, legal, procurement, management board, and external partners—to ensure smooth implementation.
Key steps included creating a clear communication strategy and presenting the program’s benefits to all stakeholders. Collaboration with Sparta Loyalty was particularly valuable due to their technical expertise and insights from prior projects.
Results in Numbers
After nearly two years of operation, Super MOYA has achieved remarkable results:
- Participants: 820,000
- Monthly transactions: Over 1 million
- Push notifications sent monthly: Several million
- Increase in loyal customer basket value: Over 20%
- App downloads: Over 1 million
Key Success Factors
Several elements contributed to the program’s success:
1. Technology: The mobile app serves as the central touchpoint for customers. It is user-friendly and provides real-time data on customer preferences.
2. Strategic Planning: MOYA spent a year preparing for implementation by defining goals, customer needs, rewards structure, and resource allocation.
3. Customer-Centric Rewards: Offering low-value rewards achievable with minimal points ensured high redemption rates (over 80%).
4. Continuous Data Analysis: Insights from customer behavior allowed MOYA to adapt marketing campaigns effectively.
5. Effective Communication: Regular updates through the app kept customers engaged.
Expansion Beyond Poland
The Super MOYA program is not limited to Poland; it has expanded to Germany, Slovakia, Czech Republic, Ukraine, and Lithuania. This international reach showcases its scalability and appeal across diverse markets.
In conclusion, the success of Super MOYA lies in its thoughtful design and continuous adaptation to customer needs. A well-maintained loyalty program can drive sales growth while fostering strong brand-customer relationships.
